description Contagious: Why Things Catch On Overview
Jonah Berger's 'Contagious' explores the science behind why certain products and ideas spread like wildfire. Berger identifies six principles that drive virality, including social currency, triggers, and emotion. The book provides a framework for understanding how to create products and marketing campaigns that are more likely to be shared and talked about. It's a valuable resource for entrepreneurs seeking to build brand awareness and generate buzz.
info Contagious: Why Things Catch On Specifications
| Isbn | 978-1451686579 |
| Genre | Marketing/Consumer Psychology |
| Author | Jonah Berger |
| Awards | New York Times Bestseller, Wall Street Journal Bestseller |
| Language | English |
| Publisher | Simon & Schuster |
| Page Count | 256 |
| Publication Year | 2013 |
| Author Background | Professor of Marketing, University of Pennsylvania Wharton School |
| Binding Available | Hardcover, Paperback, Kindle, Audiobook |
balance Contagious: Why Things Catch On Pros & Cons
- Based on rigorous academic research from Wharton's marketing department, lending credibility to all claims
- Presents six distinct, actionable principles (social currency, triggers, emotion, public, practical value, stories) that provide a clear framework for application
- Incorporates numerous real-world case studies from diverse industries including tech, consumer products, and healthcare
- Written in an engaging narrative style that makes academic research accessible to general business readers
- Covers both product design and marketing strategy, making it versatile across organizational roles
- The STEPPS framework has been validated by subsequent marketing research and industry adoption
- Published in 2013, so some examples and references to viral campaigns feel dated with rapidly evolving social media platforms
- Some readers argue certain principles like 'social currency' and 'public' overlap conceptually, reducing the framework's distinctiveness
- Academic tone occasionally makes the book feel more like a research paper than a practical business guide
- Limited depth on digital-specific virality mechanics like algorithmic amplification or influencer dynamics
- Some principles may feel intuitive to experienced marketers, reducing perceived value of the full framework
help Contagious: Why Things Catch On FAQ
What are the six STEPPS principles that make things contagious according to Jonah Berger?
The six principles are Social Currency (making people look good), Triggers (things that prompt recall), Emotion (evoking feelings), Public (visible to others), Practical Value (useful information), and Stories (sharing through narratives). These work together to explain why ideas, products, and behaviors spread.
Is Contagious worth reading for small business owners or just large marketing teams?
Contagious is valuable for any size business. Berger provides actionable insights that small business owners can apply to local marketing, while also offering strategic frameworks that scale to enterprise-level campaigns. The principles translate directly to limited budgets.
How does Contagious compare to Malcolm Gladwell's The Tipping Point?
While both address viral spread, Contagious is more research-driven with empirical data backing each claim. The Tipping Point offers broader cultural analysis, whereas Berger provides a structured framework specifically designed for product and marketing application.
Does the book cover how to apply these principles to social media marketing specifically?
The book predates many current social media platforms, but its principles apply well to digital marketing. Berger discusses early social media examples and how visibility (public) and triggers work online, though deeper platform-specific tactics may require supplementary resources.
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Marketing professionals, product managers, entrepreneurs, and business leaders seeking research-backed strategies to create products, campaigns, or content with viral potential.
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What are the key specifications of Contagious: Why Things Catch On?
- ISBN: 978-1451686579
- Genre: Marketing/Consumer Psychology
- Author: Jonah Berger
- Awards: New York Times Bestseller, Wall Street Journal Bestseller
- Language: English
- Publisher: Simon & Schuster
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